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1M versus Concrete Walls / BMW Canada

Description

This video was created with the specific creative strategy to push the limits of possibility to create discussion. At the same time to demonstrate with high entertainment, the kick ass performance of the vehicle.

Objective

BMW had been promoting the \"joy\" of driving a BMW for so long that people were forgetting that they produced high-performance vehicles. So we decided that the BMW 1 Series M Coupé was the perfect vehicle to remind people that BMW is still the ultimate driving machine. In essence, the 1M and its communications halos the entire BMW brand with the objective of impacting the sales of every BMW vehicle. That\'s probably redundant when you say \'halo\'.

Technical Challenge

Balancing the precision driving of the vehicle (and the cost of failure) with the entertainment value (and what was possible) was the greatest challenge.